RNLI reviews retention account

The Royal National Lifeboat Institution (RNLI) has called a second pitch following the demise of Whitewater last year, this time for its supporter retention account which has been handled in-house since the agency went bust.
The seafarers’ charity operates more than 236 lifeboat stations in the UK and Ireland, and is one of the wealthiest charities in the UK, raising nearly £175m in 2012.
Independent procurement consultant Tina Fegent is reportedly handling the account review and has helped the the charity to draw up a long-list of ten DM agencies; three will be shortlisted for a pitch, with the successful agency expected to be in place by September.
In January, TDA was appointed to handle retention appeals for 2013, following a three-way pitch. The RNLI has also worked with The Good Agency, while Proximity, which has been the charity’s lead fundraising agency for more than ten years and works on acquisition, is unaffected by the pitch.
The winning agency will be tasked to engage current supporters, with a new focus on people between 30 and 50 years old, as much of the RNLI’s support base is over 50. The charity hopes this approach will encourage a “lifetime journey” for supporters.
RNLI head of marketing Clare McDermott said: “The focus is to engage with our supporters in a way that is right for them, at a time that is right for them. Delivering our retention strategy is a key part of our supporters’ lifetime journey and will help secure the funding for our future lifesaving services.
“The RNLI is incredibly lucky to have such loyal supporters, but that doesn’t mean we can rest on our laurels. We have to work hard to remain relevant to our current supporters as well as attract new ones.”